MCM 454: Case Studies in Advertising Coca Cola Advertising Campaign in the UAE

Outline1. Brief Recap 2. The Brand 3. Coca Cola in Germany 4. Localizing Coca Cola in the UAE UAE psychographics related to Hofstede s cultural dimensions Problem Communication Objective Target Audience The Big idea

When did It all start? Sold in more than 200 countries Worldwide. Established in 1886. John Pemberton Asa Griggs Candler

Coca Cola as a Brand1. Brand Identitya. Coca Cola became legendary b. People associate Coca Cola with feelings of

2. Brand Personalitya. Trust-worthy Brand b. Build a long-lasting relationship with its customers

3. Brand Promisea. Exceed customers expectations

German s psychographics1. Low PDI 2. Future Orientation 3. Individualism 4. High Uncertainty Avoidance

Germany s Coca Cola Campaign

The Campaign s Feedback1. The Campaign s survey concluded That almost half of Coca-Cola drinks are served with food, in Germany. 40% of these drinks are consumed in German houses. 95% of German families want to spend more time together More than two-thirds want to eat at home together more often but only half of the

German people do so. 2. YouTube Viewers 14,474 viewers

UAE psychographics1. High PDI 2. Collectivism 3. High Masculinity 4. High Uncertainty Avoidance 5. Past and Present Orientations

ProblemCoca Cola is not enforcing itself to local cultures, further adapting to their local customs; wherein it travels across the globe carrying a single message.

Communication ObjectiveGo Global Think Local

S.W.O.T. AnalysisStrengths1) Popularity 2) Well-known 3) Branding obvious and easily recognized 4) A lot of finance 5) Customer loyalty 6) International trade

Weaknesses1) Word of mouth 2) Lack of popularity of many Coca Colas brands 3) Most unknown and rarely seen 4) Result of low profile or nonexistent advertising 5) Health issues

Threats1) Changing health consciousness attitudes 2) Legal issues 3) Health ministers 4) Competition (Pepsi)

Opportunities1) Many successful brands to pursue 2) Advertise its less popular products 3) Buy out competition 4) More brand recognition

Target AudienceMass customization Cosmopolitan

The Big Idea Collectivistic values togetherness happiness Group interactivity

The Big Idea Time: Ramadan 2010 Place: We intend to launch our campaign o Print Media: Advertisement o In Broadcast Media: TV commercial

Why did we execute TWO ads ?Corporate Name Coca Cola Logo English Slogan Coca Cola sets the table Arabic Slogan

Bon Apptit